When Erin and Sara Foster launched Favorite Daughter in 2020 - a partnership with Centric Brands - they positioned the label as a study in elevated essentials: denim, suiting, and those elusive closet staples that feel both effortless and intentional. Now, with a third boutique opening in Nashville's 12South neighborhood, the brand's retail narrative echoes a much older story of intimate apparel's migration from private boudoirs to public storefronts. In the early 20th century, lingerie was sold primarily through catalogs and discreet corsetieres; it wasn't until the 1920s that brands like Maidenform (founded 1922) dared to place brassieres on mannequins in shop windows. Favorite Daughter's boutiques - the first in Beverly Hills (2021), followed by a Madison Avenue flagship in New York last November, and now this 12South outpost - embody that same spirit of visibility, translating the brand's online intimacy into physical space. Each location shares a signature chandelier, geometric wood floors, and a neutral palette warmed by wood tones, creating a sensory continuity that feels almost like a fitting room for the modern wardrobe. The Fosters, whose family ties to Nashville run deep (Erin's husband Simon Tikhman's company is based there), hosted an intimate VIP event last Thursday, with guests including David Foster, Katharine McPhee Foster, Melissa Joan Hart, and Christina Arquette. A community celebration follows today, featuring a performance by the all-female country trio Just Jayne and fare from Craig's Nashville. The 12South strip - home to Draper James, Reformation, and Sézane - now adds Favorite Daughter's take on suiting, logo pieces, denim, and accessories. It's a fitting next step for a brand that, like lingerie itself, knows the power of what's worn beneath the surface.
Originally reported by WWD